Adesanya joins FrieslandCampina from Guinness Nigeria

FrieslandCampina WAMCO has appointed former Guinness Nigeria Commercial Director, Olusanya Adesanya, as its new Group Director of Sales, marking a significant talent shift in Nigeria’s fast-moving consumer goods sector.

Adesanya announced the move on his LinkedIn page, stating, “I’m happy to share that I’m starting a new position as Director of Group Sales at FrieslandCampina.” His transition, widely picked up by the media, comes as FrieslandCampina intensifies efforts to consolidate its position as Nigeria’s leading dairy brand.

Reflecting on the country’s evolving business environment, Adesanya wrote on social media that Nigeria’s complex and fragmented landscape requires leaders “to adapt, focus on what’s within control, and remain obsessed with our users/consumers.”

He also referenced conversations with MTN’s Chief Commercial Officer, Olusina Adegoke, during a recent Sales and Distribution Conference, noting that unlocking market share in a near-saturated market demands “agility, customer obsession, effective commercial footprint, and flawless execution – every day, everywhere.” According to him, the same principles guided Guinness Nigeria’s commercial operations in recent years.

Adesanya, regarded as one of the country’s foremost commercial strategists, has been instrumental in Guinness Nigeria’s resurgence. His exit was confirmed in a statement signed by the company’s Managing Director and Chief Executive Officer, Girish Sharma, who hailed his “twelve remarkable years of positive impact and growth.”

According to Guinness Nigeria, Adesanya joined the company in 2013 as a sales representative and rose through the ranks across the South-East, Lagos and South-West regions, ultimately becoming commercial director in 2023. Over the years, he led retail expansion initiatives, including the launch of Project REAP, which transformed retail execution and broadened the company’s distribution footprint. He also contributed to group-level transformation projects in Ghana and Kenya.

Under his leadership, Guinness recorded double-digit topline growth, improved margins, enhanced trade spend efficiency and strengthened distributor profitability. His performance earned him several awards, including the African President Awards (2021) and MAD Awards (2014 and 2015).

“I am truly honoured for the opportunity to have been part of the journey of Guinness Nigeria over the last twelve years,” Adesanya said in a farewell note posted by the company. “The chance to have been part of a business with such a rich heritage is a privilege that I have embraced with gratitude and humility.”

Industry leaders have also congratulated Adesanya on his next chapter. Chief Executive Officer of UAC Foods, Oluyemi Oloyede, wrote, “Big, big congratulations, Olusanya Adesanya. All the best in this new journey. Please don’t add alcohol to milk, ooo.” Business leader and C-Suite executive Tsola Barrow added simply, “Congratulations, Sanya.”

Adesanya, who spent 12 years shaping Guinness Nigeria’s commercial strategy, is expected to bring his track record of revenue growth, market expansion and innovation to FrieslandCampina as the dairy company intensifies competition in Nigeria’s consumer goods market.